With no obvious link between the hotel and London Fashion Week, we set out to build an association through a stunt. We recommended creating a dress from seaweed paper (nori), holding a photoshoot at the restaurant and seeding the shots to fashion titles and national newspapers. Nori is used extensively in the menu of Chino Latino as the green wrapping for sushi and sashimi.
The results? National pick-up in the consumer news features of Femail, Daily Mail online, Yahoo, My Daily (Huffington Post), Zagat and the PETA news pages. A grand total of over 47 separate pieces of coverage.